Fans are furious after Tarte unveiled its new foundations that cater almost entirely to white people

The foundation comes in two different formulas with 15 shades for each formula.

Immediately, social media users called out the brand for what they said was a lack of shades for darker-skinned people.

Popular YouTubers like Jackie Aina, MakeupShayla, and Alissa Ashley all spoke out about their feelings in regards to the new foundation.

Tarte also responded to the controversy and the criticism.

Tarte Cosmetics has recently come under fire for what many are saying is a harmful lack of range in its foundation shades with the launch of their new Shape Tape Foundation. Tarte is the brand behind some extremely successful products, including their lipsticks and their "cult-favorite" Shape Tape Concealer, which served as the inspiration for their highly requested new foundation, which launched on January 15.

Before the launch, Tarte revealed the range of shades of the two different types of foundation (it comes in a hydrating and a matte formula) and immediately, many social media users reacted to what they said was a lack of options for people with darker complexions.

Eventually, Tarte revealed that they'd be launching 10 more shades to include in the 15-shade line, though they said that that was always the plan and not in response to any criticism or backlash, and they even turned off the comments on a Shape Tape-related Instagram post.

According to POPSUGAR, "A rep from Tarte explained to POPSUGAR that even when Shape Tape Foundation was revealed, the new colors were already in the works. Tarte reps explained that it could take time to get the full range finished and flawless. 'We're always pushing ourselves and suppliers to work as quickly as possible,' our contact confirmed."

Once the foundation hit the market, many YouTubers of color used their videos and platform to review the product and speak to their subscribers about their own opinions of the foundation, its formula, and the controversial shade range.

Influencer Alissa Ashley, who has nearly a million subscribers, said she was frustrated by the shades or (lack thereof) in her own video review, saying that they appeared "orange" on her skin even after mixing two different shades, opting out of an extended wear test out of principle, and telling Tarte, "The fact that there is such a limited shade range for people of color, people with melanin, is just so disappointing and honestly, I'm shocked that Tarte would do this given the fact they knew that people were so excited for this."

Ashley ended her video by showing different foundations brands, including Fenty Beauty, NARS, and Bobbi Brown, that have a wide range of shades, but not before she told Tarte, "Enough is enough and you guys need to be more inclusive."

Fellow YouTube beauty guru Jackie Aina included Ashley in her own video reaction to the product, aptly named "Black Girls React To Tarte Shape Tape Foundation." Aina, who has almost two million subscribers, said she could not find an adequate shade for her face, mixing three different shades together for her nearest match. She later joked that they made her look like an Oompa Loompa from "Willy Wonka and the Chocolate Factory."

"Tarte has to be the most whitewashed brand out there, from their marketing to their Instagram," Aina said. "This brand just embodies the exact opposite of what I stand for … They don't do anything that makes people feel included… This foundation launch just reinforced that for me."

Ashley and Aina both expressed their disappointment in what they said was a lack of effort or the "bare minimum" on the part of Tarte.

Fellow YouTuber MakeupShayla, who has almost 500,000 subscribers, immediately noticed a lack of darker shades during her own video review.

"You can see the first nine shades, they all look very similar," Shayla said. "It's interesting that there are so many shades for lighter skin tones and then when you get to deeper skin tones there's really only like three."

Shayla, who also had to mix shades to find her match, later said that she actually liked the product's consistency, but that she considered her favorable impression of the product itself "kind of a shame" due to its lack of availability for other people of darker complexions.

"Essentially what [Tarte is] doing is prioritizing a lighter skin tone and you're making people with a deeper skin tone feel inadequate," Shayla said. "It's 2018. Every brand is able to come out with 30+ shades of foundation."

In response to the backlash, Tarte wrote a statement on their Instagram story:

"You all know by now that we revealed our much-anticipated shape tape foundation . . . & the final shade range that we launched was definitely not a full representation of all of you. It may be too little too late, but we can assure you this was not meant in any kind of malicious way. We all just got caught up in #shapetapenation and seeing your tweets asking for it . . . We wanted to get the product out as fast as possible, and we made the decision to move forward before all the shades were ready to go. We know there is no excuse & we take full responsibility for launching this way. We lost sight of what's really important in this industry, & for those who feel alienated in our community, we want to personally apologize. We're doing everything in our power to bring those unfinished shades as fast as we can, at any cost. WE CAN AND WILL DO BETTER."

INSIDER also reached out to Tarte for comment and didn't immediately receive a response.

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